Long before we sell the idea, we’re mapping out its journey from discovery to reality. We’re guided by what works, and we don’t let our biases get in the way. We’re okay if the product takes time, if it takes 100+ iterations, if we must scrap and restart 5 times.We do the work until it’s right.
we don't pitch. we research.
01
Our Belief
We don’t gate keep the science.
03
Our Belief
Built with intention..
THE PINCADE 90
THE PINCADE 90
THE PINCADE 90
THE PINCADE 90
We believe in showing every step the tests, the tweaks and the truth behind the results. Nothing is hidden, because real progress deserves real transparency.
Every formula begins with questions, experiments and endless reworking. Curiosity leads us, precision shapes us, and patience keeps our standards high.
03
Our Belief
Our process stays open.
04
Our Belief
Our Story
follow our path
The question remains: are we the model or is the model us? Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam.
2018
The Spark
The question wasn’t, “Should we start a skincare brand?” It was, “Why are Indian consumers still buying innovative, premium formulas only from overseas?”
We believed they deserved better. So we started building - not branding.
2019
The Blueprint Year
Formulation labs. Failed samples. Ingredient deep-dives.This was the year of R&D obsession - and the foundation for everything that came after.
2020
The Debut
We launchedhustle.
2021
The Growth Curve
We focused on slow, meaningful brand-building.
When customers came back for their 7th bottle ofhustle, we knew we were onto something.
The community grew. Went live on Nykaa. Said no to investor money, said yes to creative control.
2022
The Unexpected Year
We launchedin my defence, the now cult-favourite moisturiser.
After being in the market with just one product for 14 months, many expected us to be a one-hit wonder. But this changed everything.
It built a devoted following and proved our staying power. Word-of-mouth fueled growth. Still no investor money. Just heads-down building - with 4 new products in development.
2023
The Boom Year
Celebrity mentions. Brand virality. Retail expansion to Tira and Amazon.
We launched our third product -good grease, the now award-winning cleansing balm.
We went out of stock multiple times - a lesson in growing pains.
We began global shipping as demand poured in from the Indian diaspora across the world.
2024
The Trust Year
We launchedunkissed, the most unique sunscreen ever witnessed in India.
The campaign matched the innovation - andunkissedbecame a breakout hit, winning two awards.
We ended the year withinbalance, our milky toner mist. A quiet powerhouse, slowly becoming a cult favourite (and team d’you’s most-used & loved product).
We hit a major milestone by going offline in Nykaa and Tira stores.
This was the year d’you earned long-term trust.
2025
The Community Year
We launched the most requested product ever - a lip balm.
It went against our usual philosophy of avoiding trend-led launches, but this one was for our community - and it became an instant hit.
We followed with another major ask: mini sizes for trial.hustle,in my defence, andunkissedour 3 bestsellers now in 10ml sizes.
We ramped up pop-ups and offline events to connect with our community IRL - with much more to come.
2026
The Next Phase of d’you
More categories. Deeper innovation. Stronger brand-building.
The story’s just getting started.
Stay with us.
- 2018
- 2019
- 2020
- 2021
- 2022
- 2023
- 2024
- 2025
- 2026
one team. one focus.
A passionate set of individuals driven by a single vision — to build the most effective skincare rooted in science, patience and result-driven development.
Knowledge, curiosity and transparency define our team. This is the energy we bring to every formula, project and creative idea.
